Signs of hope as lamppost ads resurface

17 May 2006

A pilot scheme for illuminated advertising signs on lampposts in Telford could get the go-ahead, at the second attempt, this week.
Medialights, which had a contract with the unitary authority for up to 400 fluorescent signs across Telford & Wrekin, last year had its application for the first 18 units turned down by the planning committee – on a technicality, according to marketing director James Cadman.
It is now seeking planning permission for 10 of the double-sided units, which are less than 1m square, on roads near Telford Retail Park.
The council had earmarked its share of the pilot’s advertising revenue for new halogen streetlighting, he said. Medialights has also offered to fund new energy-efficient columns. A joint venture of Stourbridge-based Mediasign Marketing and NPB BV, Medialights installed its first units in the UK 18 months ago, and has contracts with Tameside and Milton Keynes.
Some councillors had reportedly branded the signs ‘an unwanted distraction’ and ‘a total eyesore’. Cadman put the criticisms down to ‘wholly-inaccurate comments by a green lobby’.
The time-controlled units used 40% less energy than any other illuminated outdoor advertising, he said. Planning officers had recommended approval.
Medialights is in talks with 16 other authorities.

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